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    Our goal in this project was to create a flexible concept for the corporate identity of a chain of vending stalls in a shopping mall. Our task in… Read More
    Our goal in this project was to create a flexible concept for the corporate identity of a chain of vending stalls in a shopping mall. Our task involved everything from visual identity to the design of the vending stall itself. The latter was supposed to become a versatile point for selling healthy fast food throughout the year, ranging from ice-cream, smoothies and freshly squeezed juices to sandwiches and coffee. While working on the client’s brief, we defined our target audience which is the key to the whole brand. This is a relatively small group of people who are likely to respond to the brand no matter what product it might sell. We outlined two basic things that motivate our visitors. These are movement and energy. These very images prompted the whole graphic concept of the visual identity, as well as the colors and materials for the vending stall. The design proposal for the stalls features materials that are quite frequent in urban built environment, such as concrete, wood and sheet metal. The combination of these materials generates the required message which is relevant for the target audience, i.e. young and active urban dwellers who can’t imagine living without the hustle and bustle of a huge city and its fast pace of life. The contrasting materials echo the visual identity. Necker stands for a lifestyle chosen by daring and active people who value organic and healthy food above anything else. The stripes and the circles featured in the suggested corporate identity reflect the driving force that motivates the target audience. The contrasting black and white colors make a perfect background for the colorful food. At the first glance, the corporate graphics is perceived as mere stripes. The purpose of this striking pattern is to attract attention, and once your attention is attracted, you are in for a pleasant discovery of the values written on these stripes. These are the values of the brand, the food which is served here and the fruit used to make this food. The product plays the main part here. To emphasize this idea we came up with a slogan “We make. Our product talks”. Our design proposal for the stall follows the same principles. Food comes first, while the vending stall is a mere stage for the product, with simple geometric forms and minimum décor. Black corrugated metal makes the stall stand out among its competitors. The rest of the work is done by the corporate identity and the displayed products. Read Less
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